Making the Right Decision Without Giving Away the Farm.

Wineries and small wine businesses face a dilemma these days. On the one hand, customers have become all-too-accustomed to free (or heavily discounted) shipping on items. In fact, recent data from Accent found that 88 percent of consumers are more likely to shop at a site online if they were promised free shipping. This means that free shipping is no longer a competitive advantage, but an expectation—table stakes, one might say—and violating that expectation leads to customer dissatisfaction.

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